The ECS+COHO Interview Series: Josh Brown, Commercial Director, WatchHouse

In partnership with the ECS+COHO Expo 2025, 24-26 November at the JW Marriott in Berlin, World Coffee Portal presents an exclusive series of interviews with influential voices in Europe’s coffee and hospitality industries

Founded in 2014, WatchHouse has become one of the UK’s most celebrated specialty coffee businesses, operating 20 UK ‘houses’, including a roastery-café in London’s Bermondsey and a venue in Bath – its first UK outlet beyond London.  

The specialty coffee group made its international debut in April 2024 with a store on New York’s 5th Avenue and opened a second US outlet in the city within the iconic Chrysler Building in June 2025. WatchHouse is currently in early-stage conversations to open franchise outlets in several global markets, with an agreement in place to launch in the UAE with a store in Abu Dhabi. 

Josh Brown joined the Roland Horne-led business as Head of Coffee in October 2024 before being promoted to Commercial Director in May 2025. He previously held Head of Coffee roles at Gail’s, Patisserie Valerie and Harris + Hoole. 

Is the coffee industry ready for the age of hyper-personalisation? 

I think it’s here already and will only grow over the coming years. Espresso-based beverages are inherently personalised – made for one person, by order, each time. What’s changing now is how personalisation is being enabled, in particular by technology.  

There’s a perception that efficiency and intimacy are polar opposites, but I don’t think that’s true. Both can deliver a high-quality experience, just achieved differently. In our houses, we’re working hard to deliver that high-quality, elevated experience. Sometimes that means getting your usual in a few taps through our app. Other times, it could be a conversation with a barista about a new coffee we’ve just launched. The goal isn’t to pick one over the other, it’s to make space for both.  

“Consumers are responding to flavour, process, transparency: things you can actually experience in the cup” 

What’s driving the consumer shift towards premium coffee experiences? 

Because the coffee’s actually good now. That might sound flippant, but I think it’s a real shift. Ten or 15 years ago, luxury in coffee was often defined by rarity alone. You had names like Blue Mountain or Kopi Luwak that carried perceived status, but often lacked traceability, quality, or ethical credibility. It was luxury as concept, not substance. 

What we’re seeing now is a different kind of value system. Consumers are responding to flavour, process, transparency: things you can actually experience in the cup. That changes the game. A luxury customer today can taste a Sidra from Pepé Jijon and understand why it costs more. Because it’s expressive, complex, incredibly high quality, and also because there’s an authentic, engaging and transparent story behind the coffee and why we bought it.  

In short, it’s no longer just about what the coffee is called. It’s about how it tastes, where it comes from, and how it’s presented. And when that’s done well, it resonates across all consumer tiers, including the luxury end. 

How important is exclusivity to your offering? 

Scarcity on its own doesn’t mean much. What matters more is why something is scarce. Some of the most exciting coffees we work with – Eugenioides, experimentally processed Pink Bourbons, or some of Jamison Savage’s award-winning coffees – are scarce because they’re the result of innovation. Experimental lots, rare varieties, new fermentation techniques. These are coffees that push our industry forward. The fact that they’re scarce is a byproduct of their complexity, not a marketing tactic. 

We lean into exclusivity when it’s backed by substance. That means close relationships with producers, long-term projects, and a genuine understanding of what makes a coffee exceptional. It’s not just about being first to market, it’s about being a part of the process.